The roar of the crowd at the 2026 FIFA World Cup stadiums is echoing beyond the pitch, translating into a significant financial boost for many North American homeowners. As the knockout rounds progress, a notable trend has emerged in the short-term rental market: women are at the forefront of capitalizing on the global sporting event, turning spare rooms and properties into substantial income streams. This phenomenon is particularly striking given the economic climate many face.
Across the United States, Mexico, and Canada, women comprise the majority of active Airbnb hosts during the tournament, accounting for 53% of those listing properties and securing 50.5% of all bookings. This engagement was further spurred by an incentive offered by Airbnb itself. The company provided a $750 cash bonus to new hosts in eligible North American cities who welcomed their first guests before July 31, 2026. Nearly three out of five individuals who signed up for this program were women, underscoring their proactive response to the opportunity.
Estimates suggest that hosts collectively stand to earn approximately $212 million across the 16 host cities. On average, an individual host could see around $3,000 in income from renting out their space during the World Cup. For many women, this additional revenue arrives at a critical time. A study by Focaldata revealed that about one in three women in tournament host cities feel less financially secure compared to a year ago, with the vast majority expressing concern about rising living costs. The prospect of earning $3,000 through hosting is seen by three-quarters of these women as a meaningful improvement to their financial situation. Juan David Borrero, Airbnb’s global head of partnerships and business development, highlighted the impact, noting that the initiative empowers women to creatively manage household expenses. 
Jennifer Smith, a 55-year-old host from North Texas, exemplifies this trend. She is hosting World Cup attendees at two of her Americana-style properties in Historic Downtown McKinney, less than an hour from AT&T Stadium. Initially, the tournament wasn’t on her radar, but the influx of booking requests quickly changed her perspective. Her revenue saw a significant increase, up roughly 78% compared to the same period last summer, boosting her earnings by several thousand dollars. Her properties, typically listed around $155 a night in 2025, commanded between $185 and $225 nightly during the tournament. June was fully booked, and July quickly followed suit, an unusual level of occupancy for the typically slower summer months in Texas. Smith plans to reinvest her earnings back into her short-term rental business.
Nadia Giordani, an Airbnb host in Atlanta, also experienced a substantial financial benefit. Her two-bedroom tiny home, located just a 15-minute drive from Mercedes-Benz Stadium in the Cabbagetown neighborhood, saw a 40% rise in revenue. Giordani, 64, adjusted her nightly rates upward by $80 to $100 during the matches. To attract guests, she offered a 20% discount for advance bookings with no cancellation, a deal many travelers accepted. Her Atlanta property was completely booked for June, with only a few days remaining open in July, a stark contrast to the 65% capacity it might typically achieve during these slower months. Giordani, a Superhost, views this income as an important addition to her savings, especially as a self-employed individual navigating an unpredictable economy. She also enjoys sharing the cultural experience, outfitting her compact rental with FIFA memorabilia for her international and domestic guests.
These individual stories paint a broader picture of how a major international event can generate localized economic opportunities, with women frequently leading the charge in leveraging these new avenues for income. The World Cup, traditionally a spectacle of athletic prowess, has inadvertently become a testament to the entrepreneurial spirit of homeowners across North America.
